By ELEANOR GOWER
As a top Victoria's Secret model, we're used to seeing Bar Refaeli in various states of undress.
And now the 27-year-old is shedding her clothes again - this time in a festive striptease to advertise her underwear range.
The commercial begins with Bar stepping out onto the New York Streets in full Santa Claus regalia, complete with beard, coat and boots.
But she discards the scratchy snow-white beard it as soon as she arrives at her New York apartment.
Bar then finds a box containing some Under.Me goodies and begins to strip off her Santa outfit, showing off the comfortable cotton range.
She runs her fingers through her wavy blonde hair and catches the eye of a man in the opposite apartment as she shows off her pert posterior while strutting around in just her fur trimmed Santa coat.
The commercial ends with Bar in a cropped white top, checked pyjama bottoms and Santa hat, winking at viewers while lounging on her bed.
She is clearly proud of it, tweeting a link to the video today, adding: 'Santa Claus is coming to town! Merry Christmas!'
Bar, who once famously dated Leonardo DiCaprio, launched the underwear range last year, concentrating on 'comfortable simple lines.'
'Since it’s the closest thing that ever gets to my body I want it to compliment me, not steal the show!' she writes on her Under.Me website. 'I live for simple clean lines, and of course, the softest cotton.'
Bar adds: 'Within my line of work I travel constantly, rushing from city to city, and am lucky to be able to wear the most incredible and elaborate designs.
'I love it, but on my downtime I just want to relax and be myself. I don't want my clothes to define me and that's the idea behind under.me.
'It’s a focused collection of beautifully made basics that look good and feel amazing. Underneath my clothes lies the real me. Nothing else.'
To illustrate the point, Bar has released a series of videos that she feels convey the ethos of her line.
She's been seen playing tennis, doing chores, advertising the clothes in a traditional way... and in one, completely naked.